Notes on growth, marketing & AI.
Plain-spoken takes on what's actually working right now, from AI search to the unglamorous business fixes that make marketing pay off.
When Google's AI Calls Your Shop: How HVAC, Plumbing & Electrical Shops Get Picked by "Ask for Me"
Google's AI now phones local shops for prices and availability. How HVAC, plumbing, and electrical shops get called, answer well, and decide whether to opt out, using only what Google has confirmed.
Marketing Budget for a Home Service Company: How to Think About Spend
A practical way for HVAC, plumbing, and trade shops to set a marketing budget — capacity first, booked-job math second, and no fake industry averages.
How to Hire a Home Services Marketing Agency (Without Getting Burned)
A plain hiring scorecard for HVAC, plumbing, and trade shops: what problem you're solving, what good looks like, red flags, and questions to ask before you sign.
Google Ads vs Local Services Ads for Home Services: Which Should You Run First?
LSA vs Google Ads Search for home services: how each pays, when to start with which, how to run both, and why booked jobs beat vanity CPL every time.
More leads won't fix a leaky business.
More leads do not solve weak offers, fuzzy pricing, or broken follow-up. Learn how business consulting finds growth leaks before ad spend turns into wasted traffic.
SEO isn't dead — but the rules just changed.
SEO didn't die in the AI era, it moved upstream. Here's what still works, what lost value, and why clarity now beats content volume.
Your website looks fine. So why isn't it booking work?
A polished site can still leak leads. Here's why good-looking websites fail to book work, and what conversion design fixes that visual appeal can't.
Search is moving inside the answer. Here's how to stay visible.
AI answers now decide who gets seen before the click ever happens. Here's how GEO makes your business the source AI systems trust enough to cite.
